Linkedin is going all-in on creator video

LinkedIn is going all in on creator video.

The platform just launched a new slate of shows with creators like Steven Bartlett, Rebecca Minkoff, and Guy Raz—designed to fuel its next phase of growth in business media.

But let’s be honest…LinkedIn doesn’t need more video. It needs better video

Audiences don’t want surface-level “thought leadership.”

They want content that reflects the real challenges they face—negotiating a raise, expanding their professional knowledge, learning AI tools, managing burnout—and they trust creators (and the guests they bring on their programs) who’ve actually been through it. That trust is LinkedIn’s greatest strength.

Business content doesn’t have to be boring. But it does need to deliver value. It should feel credible, contextual, and built for people who actually drive results.

As I told Lara O’Reilly for Business Insider

“The goal isn’t scale—it’s signal. On LinkedIn you don’t need a million views. You need the right 10 decision-makers.”

That’s what makes LinkedIn different. And that’s why this move matters.

Grateful to Lara for including me—and a hat tip to Brendan Gahan for seeing this wave long before most.

#allsignalnonoise